THE POWER OF AMAZON REVIEWS: EXPLORING PERCEIVED LEGITIMACY AND ITS IMPACT ON PURCHASE INTENTION.
Fecha
2024-07-03
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Universidad Rey Juan Carlos
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Resumen
In the current digital environment, e-commerce is essential, and Amazon is currently
the biggest platform. This study investigates how Amazon reviews influence perceived
legitimacy and purchase intention, employing a systematic review and synthesis of key studies,
analyzing data through several regression analyses and survey data. Reviews provide crucial
information about the quality and functionality of products and affect the perceived legitimacy
of the product or seller. It is confirmed that extreme reviews, both positive and negative, are
more useful than moderate reviews. In addition, negative reviews have a more significant
impact on the perception of legitimacy than positive ones, especially under conditions of high
variability of opinions and low average ratings. The results also show that higher perceived
legitimacy is positively correlated with higher purchase intention. This research is interesting
as it contributes to the literature by integrating findings from various methodologies and
contexts. It offers new perspectives into the impact of online consumer behavior on Amazon,
demonstrating the significant influence of negative reviews and the role of perceived legitimacy
in purchase decisions and suggesting that proper management of online reviews can improve
reputation and strengthen customer relationships.
Descripción
Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Alberto Tomás Delso Vicente